This research aims to determine the profile of Artha Tani P4S member farmers in
Susukan Village, Susukan District, Banjarnegara Regency, the marketing mix
process of rice by the members, and the obstacles and solutions faced in rice
marketing in Susukan Village, Susukan District, Banjarnegara Regency.
The research method used a descriptive and qualitative case study. Samples were
selected using random sampling method and the Slovin method to identify
research respondents. The criteria for determining the number of respondents were
as follows: farmers residing in Susukan Village, Susukan District, Banjarnegara
Regency, and farmers who have been engaged in farming for more than ten years,
resulting in a total of 28 respondents.
The research findings indicate the profile of Artha Tani P4S member farmers in
Susukan Village, Susukan District, Banjarnegara Regency. The marketing mix
process conducted by farmers includes product, price, promotion, and distribution.
Marketing obstacles faced by rice farmers there include unstable prices during the
harvest season, suboptimal marketing, lack of agricultural information, pests, and
diseases.